That's what scares me about some of the decisions Tim Cook has made in Jobs' absence, particularly the forthcoming mini iPad, assuming Apple releases one. Up until the unveiling of new Kindle Fire tablets, Amazon hadn't done much in the way of hardware innovation. While it certainly upped the ante, all of its devices combined likely will not top a few weeks' worth of iPad sales. But, Amazon is not there to command marketshare. It wants mindshare. It wants to sell devices to just enough people who will use them to spend money via more than one of Amazon's platforms, programs and services. Going forward, there's no reason why Apple and Amazon cannot coexist. Both companies have carved out massive niches for themselves, based on superior user experiences. If either company falls from greatness, it will not be the fault of the other or an otherwise inferior competitor. Rather, you can likely blame any unraveling at Apple on Apple or a loss of momentum at Amazon on Amazon. At the time of publication, the author held no positions in any of the stocks mentioned in this article. Follow @RoccoPendola This article is commentary by an independent contributor, separate from TheStreet's regular news coverage.